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Work
Investors Mutual LimitedChallengeInvestors Mutual Limited is one of Australia’s most successful investment funds managers. Recently awarded fund manager of the year for Australian equities, at the prestigious Money Management/ASSIRT awards. The company’s existing web site contained little, if any, up-to-date information and was experiencing very low traffic hits as a consequence. The image of the site presented the company as old and rigid which was not in keeping with its desire to project a modern image. As a result of there being no content management all changes needed to be undertaken through Melbourne office resulting in a “stale” site. Information was not easy to find because of its being hidden below several layers of pages, e.g: to find the unit price of a fund involved clicking on fund page from main page, on the fund type page and then on the unit price page. The site needed to have a more modern look and feel, and reflect the company’s successful image. A clean and simple navigation was required to make information available, quickly and with a minimum number of mouse clicks. Information needed to be grouped and easily updateable. A scaleable web site was required to handle increased traffic hits and the addition of future facilities, such as chat room, forum, newsletter subscription, video broadcast etc. Solution
Information was grouped logically into 7 main headings and displayed on a menu on each page to improve navigation and to make retrieval of information easier and quicker. Page clutter was eliminated to make pages more visually appealing, providing a cleaner and easier page to read. A colour code was introduced to differentiate one fund from another. This code was in line with the colours used in the printed fund newsletter for easier user identification. An up-to-date news and press release section was introduced so that users/investors could be kept advised of breaking news. An investor column was also added for same purpose. Fund information (including unit prices up to 5 days for all funds) which was previously only available on separate pages, was made available on one page. Unit price histories were also available by selecting a date range. To reflect a young and energetic, as well as, a professional, trustworthy and successful fund manager the following colours were introduced to web site:
ResultsA visually appealing web site that is simple in style and easy to navigate. Up-to-date information provided to IML clients/investors with site able to be used, as well, as a marketing tool. In first 2 weeks after beginning of May 2002 launch, the new web site had increased traffic by 8 fold over old site. |
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